Paula Scher – Wild Business Growth Podcast #110: Legendary Graphic Designer, Principal at Pentagram

Some of the most well-known logos and designs on the planet start off as quick sketches on a napkin. That can be best, as a napkin or crappy piece of paper gives you permission to doodle without any ounce of formality. That’s been exhibited time and time again by this week’s Wild Business Growth Podcast guest, Paula Scher. Paula is a legendary graphic designer and Principal at Pentagram. Her work can be seen for Citibank, Shake Shack, The High Line, The Public Theater, and more. Listen to the episode on Apple Podcasts, Spotify, Google Podcasts, and your other favorite podcast platforms.

What is the Wild Business Growth Podcast?

Wild ideas. Wild growth. Every Wednesday morning a new entrepreneur or innovator joins the Wild Business Growth Podcast to share the crazy creative and unusual ways they grew their business, and provides tips for you to do it, too. Hear the woman who became the voice of Siri, the man who’s reinventing the sandcastle, how GaryVee’s partners are turning the wine world upside down, and more wild stories. Hosted by podcasting and dad joke dude Max Branstetter (that’s me).

Episode #110: Paula Scher – Legendary Graphic Designer, Principal at Pentagram

Paula Scher, the Principal at Pentagram, joins the show to share her journey from designing album covers to creating logos and graphics for Citibank, Shake Shack, The High Line, The Public Theater, and more. Hear the stories behind her most famous designs, why it helps to sketch on a napkin, how to foster business relationships that last decades, the problem with perfectionism, and her reaction to seeing her designs all around New York City. This episode covers everything from Paula’s bittersweet reaction to the changing design world over time to a relevant Winnie the Pooh quote. Here’s a small sample of what you will hear in this episode:

• Paula’s years designing album covers
• Why is it helpful to sketch on a crappy napkin
• How do you foster healthy business relationships that last decades
• How do you find insights that unlock quick designs
• MAPS paintings by Paula Scher
• What is the difference between painting and graphic design
• How does Paula feel to see her work all around New York City
• What is her favorite font of all time

Connect with Paula at Pentagram.com.

Enjoy the show! Check out the show notes below for much more detail.

Show Notes

• Intro
  • [0:32] Email me at for help using your podcast as a business-building tool
  • [0:48] Connect with Paula at Pentagram.com
  • [1:57] Graphic Design
  • [2:14] How does Paula feel about the reduction in album cover art size
  • [2:40] iPhone
  • [2:59] How much has design changed over the years
  • [3:04] Marketing
  • [3:06] CBS Records, Columbia Records, Epic Records
  • [3:19] Product Managers
  • [3:42] How does the increase in team size impact the design process
  • [4:29] Record Stores
  • [4:46] Paula’s work on Boston by Boston
  • [5:06] Bob James, Tappan Zee Records
  • [5:31] Heads by Bob James, One on One by Bob James with Earl Klugh
• Graphic Design at Pentagram
  • [6:12] When did Paula know graphic design was right for her
  • [6:14] Tyler School of Art and Architecture
  • [6:52] The Basel School of Design
  • [7:05] What does Paula like about ideas
  • [7:57] How did Paula hear about Pentagram
  • [8:21] Push Pin Studios, Seymour Chwast, Milton Glaser
  • [8:35] Colin Forbes, Alan Fletcher
  • [8:48] Chermayeff & Geismar, Total Design
  • [8:05] Did Paula always want to work at Pentagram
  • [9:35] American Institute of Graphic Arts (AIGA)
  • [9:52] What would Paula’s younger self have said about joining Pentagram
  • [10:58] When did she hit her stride with graphic design
  • [11:41] Bard College Center for Curatorial Studies (CCS)
  • [11:58] Bard Graduate Center, Susan Weber (Soros)
  • [12:29] American Museum of Natural History (AMNH)
  • [12:42] Nonprofits
  • [12:53] The New York Times Magazine
  • [13:04] Paula’s work on The Public Theater
  • [13:29] 25 Years at the Public, A Love Story by Paula Scher
  • [13:47] How do you foster healthy business relationships that last decades
  • [15:00] Where does a healthy client connection come from
  • [16:09] How do you get insights to unlock the final design
  • [16:28] Paula’s work on The High Line
  • [16:40] Chelsea
  • [16:52] Pro bono
  • [17:02] Watch World
  • [17:33] Paula’s work on Shake Shack, Danny Meyer
  • [18:00] Madison Square Park Shake Shack
  • [18:23] Fast casual
  • [18:32] The High Line Social Distancing Campaign
  • [19:24] The Public Theater Instagram
  • [19:46] What do you look for to create quick designs
  • [21:42] Logo, Design System
  • [22:00] What is a project Paula led people would be surprised to hear about
  • [22:14] How did Paula Scher design the Citibank logo
  • [22:32] Travelers Insurance
  • [22:57] Typography
  • [23:24] Citibank-Travelers Merger
  • [23:47] Architect Lorenzo Apicella
  • [24:23] Why is it good to design on napkins and crappy paper
  • [24:55] Sketchbooks
  • [25:49] Zoom
  • [26:24] Save time with your high-quality podcast. Email me at to bring your podcast to life and use it as a business-building tool

• Inspiration & Creativity: People, Hobbies, and Resources
  • [27:22] How do you be and stay creative
  • [27:32] Pentagram’s NYC Office
  • [27:51] Mental Health Coalition
  • [28:56] Perfectionism
  • [29:35] Kenneth Cole
  • [30:49] What hobbies does Paula have
  • [30:52] MAPS by Paula Scher
  • [32:13] Salisbury, CT
  • [33:03] How is painting different than graphic design
  • [34:12] Podcasting
• Wild Business Shoutout of the Week
  • [34:46] Why doesn’t Paula care about creative marketing campaigns
  • [36:34] Wild Business Non-Shoutout of the Week
• Rapid-Fire Q&A
  • [37:29] What is Paula’s favorite font of all time
  • [37:41] American Wood Type, The Morgan Library & Museum, Sans-Serif
  • [38:08] What is a quirk Paula has
  • [38:37] Cartogropher
  • [38:47] What is Paula’s reaction to seeing her design on Citi Bikes
  • [39:18] New York City Department of Parks & Recreation
  • [39:38] Parsons School of Design, The New School
  • [40:08] Connect with Paula at Pentagram.com
  • [40:11] What are Paula’s final thoughts
  • [40:20] Winnie the Pooh, Christopher Robin
  • [40:34] Subscribe to the Wild Business Growth Podcast and tell a friend about the podcast
  • [40:41] Check out the Wild Business Growth Podcast on GoodPods, where you can see what your favorite people are listening to
  • [41:03] Connect with me on Instagram, Twitter, and LinkedIn at @MaxBranstetter
  • [41:07] Save time with your high-quality podcast. Email me at to bring your podcast to life and use it as a business-building tool
  • Theme music: Freestyle Percussion Magik – Jungle Tribe – provided by Jamendo

How do you start a podcast?

Interested in starting your own professional-sounding podcast, but dreading the time commitment? I’ve got you covered. Email me at to bring your podcast to life and use it as a business-building tool.

Thanks for listening to Paula Scher on the Wild Business Growth Podcast. To hear more Wild stories like this one every Wednesday morning, subscribe to the Wild Business Growth Podcast and tell a friend. Until next time, Let your business Run Wild…and Bring on the Bongos!!